Success means never making excuses, only delivering results.
The Confidence Curve: Jennifer Kaplan’s Journey from PR Startup to Industry Leader
On a recent episode of The Confidence Curve podcast, hosts Ashley and Rick Bowers sat down with Jennifer Kaplan, founder and CEO of Evolve PR and Marketing—now the largest PR firm in Phoenix dedicated exclusively to public relations. Her story of building Evolve from a one-person operation into a market leader offers a masterclass in accountability, reputation management, and leadership.
From “Most Talkative” to PR Powerhouse
Jennifer’s path into communications felt almost pre-ordained. Voted “most talkative” in high school, she later earned a communications degree with an emphasis in public relations from Arizona State University. At 30, she launched her own firm with a single employee; within six months she had doubled her staff, validating the demand for her brand-building expertise.
Accountability as a Business Cornerstone
One of the interview’s standout moments was Jennifer’s reflection on accountability. Early in her career she realized that clients don’t pay for excuses—they pay for results. This lesson shaped Evolve’s “no-excuses” culture, which remains central to its success today. “I either want to lean into what we’ve failed or where we fell short…or don’t get to that point—just do what you need to do to deliver,” she told the hosts.
Brand vs. Reputation: A Crucial Distinction
Jennifer also drew a clear line between brand and reputation. A brand can be built or refreshed; a reputation is what people actually think of you, and it’s far harder to change. “Perception is reality,” she noted, pointing to the way social media and daily interactions combine to shape public opinion.
Leading Without the “Boss” Title
Leadership style has been another differentiator for Jennifer. She prefers not to be called “boss,” a small but powerful way to create approachability while maintaining authority. This philosophy, combined with transparent communication—even when information is limited—has helped Evolve maintain a strong culture and unusually low turnover in a notoriously high-churn industry.
Writing Skills: Still the Heart of PR
For aspiring PR professionals, Jennifer stressed the enduring importance of strong writing. Networking and people skills may draw individuals to the field, but the ability to craft compelling narratives remains the core of effective public relations—even in an era of AI-driven tools.
Looking Ahead: Growth and Giving Back
Jennifer’s passion for her work was evident as she outlined Evolve’s future expansion plans, both locally and nationally, while staying ahead of technological and media shifts. Her ties to Arizona State University remain strong: she’s a consistent honoree in the Sun Devil 100 and has endowed a scholarship for aspiring PR professionals, creating a positive cycle of mentorship and community impact.
A Model of Confidence and Adaptability
Throughout the conversation, Jennifer embodied the very essence of The Confidence Curve: confidence built through action, adaptability, and a commitment to results. Her journey offers a roadmap for entrepreneurs and PR professionals who want to build not just a business, but a legacy.
